Moomin

I had not heard of the Moomins before my stay in Finland, but after arriving, I quickly realized that they were everywhere. There were plushes, and home items, and pretty much anything you could imagine with Moomin on it. I have the privilege of living with some Finnish girls, and I asked her once, “What are these things? Why are they everywhere?” She showed me this enormous collection she had of Moomin merchandise, though most of what she had were collectable glasses and plates. She told me that many people in Finland read Moomin books as children and also watch the television show. I was discussing them with another friend I met here, and he had a copy of Comet in Moominland in English that he lent to me. Comet in Moominland takes place…

1. Introduction The case study “The Future of OY MOOMIN characters” describes the real situation of expanding international markets beyond the home using the mechanism of licensing. This entry strategy helps to operate at profit every year after being not profitable for more than ten years. The key reasons for such a success are two factors: 1) “a shift in emphasis from the characters to the original artwork and the universal values embedded in the stories”, 2) “improvements in the quality…